COURSE CURRICULUM

The Marketing Management Master’s program at the University of Europe for Applied Sciences is structured over four semesters, comprising a total of 120 ECTS credits. Each semester includes a balanced combination of theory and practice, with a typical workload of around 30 ECTS and approximately 18 hours per week (HWS) devoted to lectures, seminars, and project work.The curriculum covers a broad range of subjects essential to modern marketing. In the first semester, students focus on foundational topics such as Corporate Social Responsibility, Ethics & Regenerative Design, and Customer Centric Management. These modules build a strong ethical and strategic mindset. The second semester expands into Corporate Positioning & Decision Processes, Extended Marketing Management Skills, and Data-driven Marketing topics, equipping students with analytical and practical tools to drive marketing strategies.Throughout the program, students also engage in interdisciplinary electives, which may be selected from other faculties such as International Digital Management (IDM) or International Sport & Event Management (ISEM), encouraging cross-disciplinary insights and innovation. Key social and leadership competencies are developed in courses like Contemporary Leadership Culture and Applied Business Coaching, which enhance students’ ability to lead teams and communicate effectively.Advanced Research Methodologies prepares students to approach marketing challenges with rigorous academic and practical inquiry, culminating in a thesis and colloquium during the final semester. The Capstone Project is a central feature, involving a practical, consulting-oriented project that can be interdisciplinary, fostering real-world problem-solving skills and collaboration.Specialization modules such as Dialogical Communication (including Influencer and Social Media topics), Strategic & Digital Marketing, Sales Excellence, and Internal Marketing & Culture Shaping provide focused expertise, preparing graduates to meet the demands of today’s marketing environment. This comprehensive and integrative program equips students with the skills to become effective marketing managers in a digital and interconnected world.